Promo - August 2008 - (Page 22)

College Bound Marketers welcome, but credit card companies get a warning signal By Amy Johannes At 55 college campuses this fall, free notebooks will be handed out that include the school’s logo, maps so students can find their way around and a $10-off coupon at Office Depot. The office-supply company is just one of many, including credit card companies, that are finding their marketing tactics highly scrutinized as they seek to build loyalty among a fresh-faced group with plenty of spending power, albeit somewhat less than last year. A student’s average annual overall budget will drop 7% this college year, to $599.38. The total spending will reach $31.26 billion, due to a weakened economy and the need to spend only on essentials, according to the National Retail Federation. Last year the average spend was $641.56. “Marketers have the ability to plant a seed and plant brand loyalty for the first time,” says Matt Britton, chief of brand development and co-founder of Mr. Youth, a youth marketing firm. “If you reach a college student, you have a good chance of having that loyalty spread.” For Office Depot, the promotion marks a change. It has traditionally focused on the K-12 market, but this year is expanding its back-to-school push to include the college crowd. “Primarily, it’s the size and the spend of the market,” explains Ivan Reed, the firm’s senior manager of campaigns and sales promotions. “They really are a great target.” In a deal with Starbucks, Pepsi-Cola Co. will be out in force sampling its Starbucks Doubleshot Energy + Coffee drink. Brand ambassadors will hit 10 college campuses starting Sept. 15 and hand out 15-ounce cans of the drink at special events and at on-campus activities through Dec. 7. Mr. Youth is handling the program. Others are co-packing to deliver numerous samples to students at one time. About 22,000 “Campus Sampler” kits from Sample America Corp. will be distributed to college students in the Boston market in September. Goodies include Coca-Cola’s Fuse beverage, a 15% discount from Mattress Discounters and a free pillow offer, an Au Bon Pain coffee mug and full-size products from Tom’s of Maine. “It’s all about trial,” says David Hartman, president Students at Harvard and of Sample America. Boston College, among Hartman says the kits are other schools, will receive recognized as a “high value kits full of samples via on-campus mail delivery gift” and have a nearly 100% systems, at registration open rate. What’s more, 70% and during student activities days. 22 August 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - August 2008

Promo - August 2008 Contents Editor's Note Turf War Have You Seen Us? Film Fest Print on the Run Always Ready, Always There The Personal Touch Commentary College Bound Shakin' It Up Q&A: The Summer of Slurpee ¡Conectado! Resource Center The Agency Center Customer Care Index of Advertisers

Promo - August 2008

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